It was sold with a subsidy in the uk in a weird way. Iirc you had to buy it from apple but o2 subsidised it as it they were the only ones with edge (so assumed they would also sell you a contract). Worked out £50-100 which was mad as o2 couldnt actually make you get a contract.. quite a few people i knew boight a bunch of them and gave them away as gifts.

Also it was a totally stand out appealing device accessible to everyone with immediate value to everyday people.